Podcasts started out as fun ways for ambitious garage DJs,
independent musicians and talk show hosts, who had not ventured
into radio broadcasting as a way to show their stuff and make
a name for themselves. What started as a hobby for many, has
turned into a lucrative profession for some.

Not surprisingly, podcasters, just like radio stations, have
looked for ways to profit from their on-air dialogue.

Sponsorship

Many podcasters profit from their podcast by having companies
related to the show's content sponsor the podcast in its entirety.
Sponsors might also sponsor specific themed shows or show segments
for a fixed fee.

Sponsorship is usually indicated by an audio advertisement.
Audio advertisements are typically 10 to 20 seconds in length,
and they may be inserted into the podcast show at any point.
Podcasts can also include what would be considered traditional
commercials very similar to what is heard in a radio broadcast.
Like radio broadcasters, podcasters can recruit advertisers
directly that wish to advertise, or they can work with an ad
agency to locate potential advertisers. Not be left out, video
podcasters can also insert video advertisements into shows to
raise revenue, similar to what would be seen as a television
commercial.

Advertisements In Podcast Transcripts

Many podcasters create transcripts of podcasts, and post the
transcript in an RSS feed. Podcasters will often sell advertisements
to be included in the podcast show transcript. Podcasters can
recruit advertisers directly and negotiate the advertisement
price or they can use a 3rd party network that will automatically
insert advertisements into their podcast feed. The most effective
advertisements, are not surprisingly those that are contextual
and related to the podcasts contents.

There are a number of third party services that work with podcasters
to match advertising partners with podcasters. The advertising
agencies attempt to match advertising content with the podcast's
content. Pheedo and AdSense for RSS Feeds are two of the more popular third
party ad serving platforms for RSS feeds. When using Pheedo
advertisers select the categories of their advertisements, the
categories narrow the types of advertisements that will appear
in their feed. Google Adsense for Feeds uses contextual language
in the feed to place the advertisements that most closely relate
to the RSS feed's contents. If you are using Google AdSense
for Feeds and wish to improve the advertisement's relevance
be sure to include as much about the podcast show in the feed
description. This will mean that Google will be able to use
the language in your RSS feed to serve related advertisements.

Publicize Other Ventures

Many podcasters use podcasts as a covert advertisement. They
use the podcast to attract interest to other products or services
through which they receive a revenue share. Some podcasters
promote products through affiliate programs or they own multiple
ventures and use podcasts to subtly promote their ventures.

Subscription-Based Podcasts

No, not Cerious radio, some podcasters have moved to a subscription
model where subscribers pay a weekly, monthly or annual fee
to subscribe to the podcast show's contents. Podcasters can
build a subscriber base and profit from the podcast subscriptions
and renewals.

Communication

Other podcasters see no need to profit directly from the podcast.
The podcast is used as a means to communicate, establish brand
and name recognition. Podcasters can create good will in their
industry by publicizing consumer alerts, health warnings or
other relevant and valuable information.

Additional Benefits - Part of the Whole

Some companies may promote their product or service by offering
podcasts as an added benefit. In other words the podcasters
are not selling the podcast in itself, but customers receive
access to the podcast as part of something larger. Many organizations
have found that providing a podcast to members in addition to
other member benefits is a great way to increase membership.

Podcasting once defined as a geek hobby, has now spawned an
industry. Entrepreneurs have adopted traditional advertising
mediums to the podcasting technology as a way to make some extra
money.

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